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THE DEVELOPMENT OF NEUROMARKETING IN ARMENIA
Lragir.am
Business - 11 March 2015, 11:30
According to the economic models of decision making decision makers
choose between alternative courses of action by assessing the
desirability and likelihood of their consequences, and integrating
this information through some type of expectation-based calculus. Any
influence of incidental or intentionally encoded visual or sensitive
emotions would suggest that decisions are affected by factors unrelated
to the utility of their consequences, which can be beneficial or
destructive in the business world.
It is no longer a secret that far too much of what happens in the
process of communications occurs on the emotional level. No doubt in
today's globalized and digitalized world people very often have the
ultimate need to control the outward expression of their uniquely felt
emotions in public because of professional reasons which may affect
both the corporate working environment and customer service - consumer
relations. Indeed, according to Arlie Hochschild (1983) there exist
certain professions, economics included, in which the main actors
at hand have to manage their emotions to sound proficient. Here,
the concept of Neuromarketing comes to the fore which indicates
that two important processes, marketing and emotions on the "neuro"
level are closely intertwined and that the needs and desires of the
customers are completely matched.
Dr. Anna Rostomyan, Osnabruck University, Fribourg University and
Yerevan State University graduate, holding a degree of Doctor of
Philosophy in Philology, whose dissertation is mainly devoted to
the linguo-cognitive analysis of verbal and non-verbal displays of
emotions and their management techniques, suggests in her studies on
Neuroeconomics and Neuromarketing that Emotional Marketing has started
to be greatly applicable in Armenia as well, by some of the leading
corporations and banks, especially "ARMECONOMBANK" OJSC. E.g. by
means of using the colour "blue" in their logo and other marketing
activities, the shade of ocean and cloudless sky, the marketing
specialists denote tranquility and peace of mind, and the colour
"green", the symbol of grass, to ensure prosperity, the colour "white"
supposedly suggests purity and transparency which corresponds to the
needs of the customers. This strategy of a neurocolour logo edifice
and the overall neuromarketing strategy of the aforementioned bank
truly correspond to the high European standards.
Anna Rostomyan in her scientific article which will be published
in July 2015 in the United States of America in the internationally
peer-reviewed "Business and Economics" Journal factually asserts that
emotional branding or emotional marketing is not a negative concept,
but rather a positive one, which entails diverse meanings and suggests
to the decoding societal public how certain pieces of information
should be properly decoded; it mainly suggests what a specific brand
or product is like in reality.
In summary, we can state that business environment increasingly
grows rapidly developing where human capital and customers become the
mostly important factor for each and every organization. Hence, the
role of human emotions and their corresponding management techniques
gain paramount significance both in business and everyday personal
communication.
http://www.lragir.am/index/eng/0/economy/view/33742#sthash.71cBewyQ.dpuf
Lragir.am
Business - 11 March 2015, 11:30
According to the economic models of decision making decision makers
choose between alternative courses of action by assessing the
desirability and likelihood of their consequences, and integrating
this information through some type of expectation-based calculus. Any
influence of incidental or intentionally encoded visual or sensitive
emotions would suggest that decisions are affected by factors unrelated
to the utility of their consequences, which can be beneficial or
destructive in the business world.
It is no longer a secret that far too much of what happens in the
process of communications occurs on the emotional level. No doubt in
today's globalized and digitalized world people very often have the
ultimate need to control the outward expression of their uniquely felt
emotions in public because of professional reasons which may affect
both the corporate working environment and customer service - consumer
relations. Indeed, according to Arlie Hochschild (1983) there exist
certain professions, economics included, in which the main actors
at hand have to manage their emotions to sound proficient. Here,
the concept of Neuromarketing comes to the fore which indicates
that two important processes, marketing and emotions on the "neuro"
level are closely intertwined and that the needs and desires of the
customers are completely matched.
Dr. Anna Rostomyan, Osnabruck University, Fribourg University and
Yerevan State University graduate, holding a degree of Doctor of
Philosophy in Philology, whose dissertation is mainly devoted to
the linguo-cognitive analysis of verbal and non-verbal displays of
emotions and their management techniques, suggests in her studies on
Neuroeconomics and Neuromarketing that Emotional Marketing has started
to be greatly applicable in Armenia as well, by some of the leading
corporations and banks, especially "ARMECONOMBANK" OJSC. E.g. by
means of using the colour "blue" in their logo and other marketing
activities, the shade of ocean and cloudless sky, the marketing
specialists denote tranquility and peace of mind, and the colour
"green", the symbol of grass, to ensure prosperity, the colour "white"
supposedly suggests purity and transparency which corresponds to the
needs of the customers. This strategy of a neurocolour logo edifice
and the overall neuromarketing strategy of the aforementioned bank
truly correspond to the high European standards.
Anna Rostomyan in her scientific article which will be published
in July 2015 in the United States of America in the internationally
peer-reviewed "Business and Economics" Journal factually asserts that
emotional branding or emotional marketing is not a negative concept,
but rather a positive one, which entails diverse meanings and suggests
to the decoding societal public how certain pieces of information
should be properly decoded; it mainly suggests what a specific brand
or product is like in reality.
In summary, we can state that business environment increasingly
grows rapidly developing where human capital and customers become the
mostly important factor for each and every organization. Hence, the
role of human emotions and their corresponding management techniques
gain paramount significance both in business and everyday personal
communication.
http://www.lragir.am/index/eng/0/economy/view/33742#sthash.71cBewyQ.dpuf